NEW YORK -LRB- CNN -RRB- -- They 've been called `` bromances '' : those buddy films and TV shows , such as the movies `` Pineapple Express '' and `` The 40-Year-Old Virgin , '' that feature non-sexual but deep friendships between two or more males .

Jason Segel and Paul Rudd star in `` I Love You , Man , '' which opens Friday .

The forthcoming `` I Love You , Man , '' which opens Friday , appears to fit the bill .

In the film , Paul Rudd plays a man who needs a best man for his wedding but has never made any male friends . Enter Jason Segel as Sydney Fife , whom Rudd 's character , Peter Klaven , pursues on several `` man-dates '' that end up threatening his relationship with his fiancée -LRB- Rashida Jones -RRB- .

But do n't call the film a `` bromance '' in the presence of Rudd and Segel .

`` We hate that word , '' Segel told CNN .

`` It was not part of the lexicon while we were filming , '' added Rudd .

Still , both actors have plenty of experience in the , uh , guy-pal genre . Rudd has been in several comedies written , directed or produced by Judd Apatow , considered one of the leaders of the `` bromance '' trend with his softer , more openly emotional male characters . Segel has also been in Apatow projects -- including last year 's `` Forgetting Sarah Marshall '' -- and he stars in the TV series `` How I Met Your Mother , '' which finds plenty of humor in male bonding .

Segel observes that what helps the films work is the discomfort of two men trying to talk about their emotions while hoping to maintain a dispassionate , hard-edged , prototypically manly façade . And he knows he 's good at bringing out that discomfort in his co-stars .

`` Judd Apatow told me that my special skill was that I am able to maintain my likability while getting incredibly close to the creepy line , and that 's what I should try to cultivate , '' he said .

`` That 's what he does , '' Rudd noted . `` He just holds -LSB- the moment -RSB- a little too long . ''

`` It 's the fraction of a second too long that makes people uncomfortable , '' Segel added .

In `` I Love You , Man , '' Segel 's character is rougher and looser than his characters in `` Sarah Marshall '' and `` How I Met Your Mother . '' He welcomed the change .

`` It was a real treat for me , to be honest for a minute , to play this character , because I 've played sort of a puppy dog guy in ` Forgetting Sarah Marshall , ' and on -LSB- ` Mother ' -RSB- I play a husband , you know , a loving husband , '' he said . `` So to get to play a character who is a bit more of a man of mystery was very exciting for me . ''

In real life , claims Segel , he even has a man cave .

`` It 's filled with puppets , '' he said . `` And I keep wondering why I do n't have a girlfriend . I 'm like , ` hey , this is my house ; come check it out . This is where I keep my 40 puppets . ' ... I think that I have a reputation for being weird because of that . ''

But he quickly turns serious and maintains that `` I Love You , Man '' does have a message to go along with its comedy .

`` I think we both had something to learn from each other , '' he said . `` Paul 's character had to learn that it 's all right to take a little distance from your significant other and have some dude friends and someone to vent to about things you ca n't necessarily talk about with your girl . ''

`` Sometimes buddies hold a mirror up to the way you behave in ways that relationships with the opposite sex do n't , '' Rudd said .

`` Yeah , and my character had to learn that maybe it 's time to grow up a little bit , '' Segel added .

So , this `` bromance '' thing , allowing a few feelings to show . Perhaps it 's not so bad after all ?

Rudd says that the idea has its upside , despite its name . And he 's glad it 's been successful .

`` That 's us in a nutshell , not macho , not tough , '' he said . `` I think that we 've all been kind of drawn to real stories , you know , characters that hopefully people can relate to and what 's funny about just certain insecurites and just certain things in life .

`` They could easily be dramatic , '' he pointed out . `` Just less fart jokes . ''

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`` I Love You , Man '' stars Paul Rudd , Jason Segel as two men trying friendship

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Neither Rudd nor Segel likes the term `` bromance ''

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Comedy makes some serious points about friendship , Segel says